Google Ad Grants: $10,000 USD Advertising Budget Allocated to NPOs

Key Takeaways

$10,000 per month to boost your visibility
Non-profit organizations can receive $10,000 USD per month to display ads on the Google search engine.
Simple eligibility criteria
Are you a non-profit organization with a high-quality website that complies with Google's policies? You are eligible!
Zero media investment required
No minimum media investment is required for the use of Google Ad Grants.

Are you a non-profit organization looking to increase your visibility? Would you like to advertise on search engines, but your budget is limited?

Google Ad Grant is the solution to your needs!

A Budget of $10,000 USD per Month to Run Your Ads!

Google Ad Grants is a part of the Google for Nonprofits program to help non-profit organizations, which meet certain criteria, to raise awareness of their cause and get their message out through Google Ads. This tool offers you a budget of $10,000 USD per month to run your ads on the search engine.

With a Google Ad Grants account, you will be able to create ads to be displayed on the Google search engine. You will also give your organization additional visibility without cutting into your current budgets.

What Are the Eligibility Criteria?

Here are the different eligibility criteria to access the program: 

Requirement 1: Represent an eligible non-profit organization

Requirement 2: Have a high quality website that meets Google’s policies

To meet these policies, the website must have fast loading, HTTPS protection, a clearly described mission and content specific to the organization. Your organization must also own the domain and you must ensure that redirects to your donation page are among the approved partners. You should also ensure that your site does not host any AdSense ads.

Requirement 3: Meet Program Policies

This policy requires that your ads, keywords and website do not incite rejection or hostile behaviour towards protected groups, including those based on religion, ethnicity, disability, age, nationality, veteran status, sexual orientation, gender, gender identity or other characteristics associated with systemic discrimination or marginalisation. 

For more information, see the Google Ad Grants Terms and Conditions

Does Google Ad Grants Cost Anything?

No! That’s the beauty of this tool. You don’t have to pay anything to take advantage of the $10,000 USD per month budget that is allocated to you.

However, you should be aware that the funds will not carry over if they are not used for a month.

The amount will be automatically pre-loaded into your account once your account is created and your eligibility accepted. You can start spending it immediately!

How Do You Create an Account?

There are four steps to creating an account.

Step 1 – Apply for a Google for Nonprofits Account

To apply for your Google for Nonprofits account, you will need to use a Google Account used by the company. When you apply, you will need to answer eligibility questions and have some information on hand such as the organization’s Nonprofit ID (EIN), the physical address of the organization and the organization’s contact information. Finally, your organization will need to be verified by a third party. This can take from 3 working days to 2 weeks.

Step 2 – Google Ad Grants Activation

Upon receipt of the verification email, you will be able to activate the Ad Grants program in the Google for Nonprofit account. Next, you will need to complete the Ad Grants Eligibility Form in the first activation step. It may take up to 3 business days for email activation.

Step 3 – Login to Google Ads Account

Once you have received the activation email, all you need to do is accept the email activation and log into your Google Ads account.

Step 4 – Accepting the Billing Profile

Next, you need to accept the billing profile also received by email from Google Payments.

You are now ready to start placing your ads online!

Some Things to Remember

  • It is important to note that the Display Network and YouTube are not accessible with Google Ad Grants.
  • There are some restrictions on keywords as they must be highly related to the organization’s activities. 
  • The account structure must contain at least two ad groups, two active and unique ads per ad group and a minimum of two Sitelinks ad extensions.
  • The minimum average click-through rate to be maintained in the ad account is 5%. If the requirement is not met, the account will be deactivated. 
  • Campaigns must use one of a selection of limited automated bidding strategies. 
  • It is important to complete the continuous improvement forms emailed by Google Ad Grants regularly. Failure to do so may result in account deactivation. 
  • Finally, do not fill out the payment information in the ad account to receive free ads.

Do all these steps seem confusing to you? Would you like some expert advice to accompany and guide you through the process? 

Of course, if we told you about it, it’s because we can help you! Contact us to find out more about Google Ad Grants, or even just to chat!

Ann-Julie Pageau

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